Media Relations PPT 11-5-09 Edited

							LSU OFFICE OF
COMMUNICATIONS &
UNIVERSITY RELATIONS

Campus Communicators ~ November 5, 2009
   MEDIA RELATIONS BEATS




Presenter:
Kristine Calongne, Assistant Vice Chancellor for
Communications
MEDIA RELATIONS BEATS

Director of Media Relations
 Crisis-related stories        Facility Services
 EOC                           LSU System
 LSU Sesquicentennial          LSU Foundation/Forever
 Office of the Chancellor       LSU Campaign
 Office of the Executive       LSU Alumni Association
  Vice Chancellor & Provost     Athletic Department
 Office of Academic Affairs    TAF
 Legislative Affairs           Academic Center for
 Board of Regents               Student Athletes
 Police Reports/LSU Police
 Campus/Public Safety
MEDIA RELATIONS BEATS

Ernie Ballard, Senior Editor
 LSU Wire                    Student Life/First-Year
 Legislative Affairs          Experience
 Office of the Dean of       LSU Foundation/Forever
  Students                     LSU
 Recruiting/Admissions/St    Honors College
  udent Aid & Scholarships    LSU Child Care Center
 Office of Enrollment        U.S. Civil War Center/
  Management                   Civil War Book Review
MEDIA RELATIONS BEATS

Ernie Ballard, Senior Editor
   College of Arts & Sciences
       Dept. of Aerospace Studies    Dept. of Foreign
       Dept. of Military Science      Languages & Literatures
       Dept. of Communication        Center for French &
        Studies                        Francophone Studies
           Black Box Theater         Dept. of French Studies
       Dept. of Communication        Dept. of Geography &
        Sciences & Disorders           Anthropology
           Speech, Language &           o   FACES Lab
            Hearing Clinic            Dept. of History
     Dept. of English                Dept. of Math
     Readers & Writers               Dept. of Philosophy &
     Southern Review                  Religious Studies
     The Eric Voegelin Institute     Dept. of Political Science
MEDIA RELATIONS BEATS

Ernie Ballard, Senior Editor
   College of Arts & Sciences      E.J. Ourso College of
       Dept. of Psychology          Business
       Psychology Services             Dept. of Accounting
        Center                          Dept. of Economics
       Dept. of Sociology              Dept. of Finance
       Women’s Center                  Center for Internal
       Women’s & Gender                 Auditing
        Studies                         Dept. of Information
       Writing Center                   Systems & Decision
       Linguistics Program              Sciences
   LSU Press                           Dept. of Management
                                        Dept. of Marketing
MEDIA RELATIONS BEATS

Ernie Ballard, Senior Editor
   E.J. Ourso College of
    Business (cont.)
       MBA Program
       Public Administration
        Institute
       Center for Virtual
        Organization & Commerce
       SMART Lab
       LA Business & Technology
        Center
MEDIA RELATIONS BEATS

Ashley Berthelot, Science/Research Editor
 Office of Research &        National Center for
  Economic Development         Biomedical Research and
 Office of Technology         Training
  Transfer/Intellectual           Academy for Counter-
  Property                         Terrorist Education
 Office of Sponsored       Anti-Terrorism Assistance
  Programs                   Program
 National Center for       Fire & Emergency
  Security Research &        Training Institute
  Training                  Engineering Research in
 Law Enforcement Online     Industrial Safety and
                             Security Program
 Law Enforcement
  Training Program
MEDIA RELATIONS BEATS

Ashley Berthelot, Science/Research Editor
 Center for Life Course            LA Geological Survey
  and Aging                         Southern Regional
 LA Space Consortium                Climate Center
 Office of Sea Grant               Office of State
  Development                        Climatology
 LSU Hurricane Center              College of Basic Sciences
       Disaster Science and              Biodynamics Institute
        Management                        Dept. of Biological
 CAMD                                     Sciences
 Center for Energy Studies               Dept. of Chemistry
       LA Applied & Educational          Dept. of Computer Science
        Oil Spill Research &               (Robotics Research Lab)
        Development Program               Dept. of Geology &
                                           Geophysics
MEDIA RELATIONS BEATS

Ashley Berthelot, Science/Research Editor
   College of Basic Sciences        Dept. of Environmental
       Dept. of Physics &            Studies
        Astronomy                    Dept. of Oceanography &
                                      Coastal Sciences
 School of Veterinary
                                     Wetland Biogeochemistry
  Medicine
                                      Institute
 School of the Coast &
                                     LSU Museum of Natural
  Environment                         Science
       Coastal Ecology Institute
                                     LSU Center for
       Coastal Fisheries Institute
                                      Computation &
       Coastal Marine Institute
                                      Technology
       Coastal Studies Institute
                                     CADGIS Research Lab
       WAVCIS Program
MEDIA RELATIONS BEATS

Aaron Looney, Editor
 Online Media Center               School of Architecture
                                          Office of Community
 LSU Sesquicentennial
                                      o
                                          Design & Development
 College of Music &                School of Art
  Dramatic Arts                       o   Art History
       School of Music               o   Ceramics
         o   Dept. of Bands           o   Graphic Design
         o   LSU Opera                o   Interior Design
     Swine Palace Productions        o   Sculpture
     Dept. of Theatre            Foster Art Gallery
                                  School of Landscape
   College of Art & Design
                                   Architecture
       CADGIS Research Lab
MEDIA RELATIONS BEATS

Aaron Looney, Editor
   LSU Libraries                 School of Library &
       Special Collections        Information Science
         o Rare Book Collections  Graduate School
         o Louisiana and Lower
            Mississippi Valley    School of Social Work
            Collections           Residential Life
         o McIlhenny Natural
            History Collection    Residential College
         o Political Papers        Program
       Hill Memorial             Centers for Excellence in
       Acquisitions/Collections   Learning & Teaching
       T. Harry Williams Center  LSU Dining Services
        for Oral History
MEDIA RELATIONS BEATS

Aaron Looney, Editor
   College of Agriculture
       Dept. of Agricultural            School of Forestry, Wildlife
        Economics & Agribusiness          & Fisheries
       Dept. of Agronomy                Dept. of Horticulture
       Dept. of Animal Science          School of Human Ecology
       Dept. of Biological &               o   Textile & Costume
        Agricultural Engineering                Museum
       Dept. of Dairy Science           Dept. of Poultry Sciences
         o   LSU Creamery/Dairy Store    Dept. of Plant Pathology &
     Dept. of Entomology                 Crop Physiology
     Dept. of Experimental
      Statistics
     Dept. of Food Science
MEDIA RELATIONS BEATS

Billy Gomila, Editor
 Daily Clips                     Manship School of Mass
 LSU Board of Supervisors         Communication
 College of Education
                                      Public Policy Research Lab
     Dept. of Curriculum &     Office of Student Media
      Instruction               Pre-Doctoral Scholars
     Dept. of Educational       Institute
      Leadership, Research &    International Programs
      Counseling
                                Academic Programs
     Dept. of Kinesiology
                                 Abroad
 LSYOU
                                International Cultural
 University Laboratory
                                 Center
  School
MEDIA RELATIONS BEATS

Billy Gomila, Editor
 International Studies            Continuing Education
  Program                              Office of Independent
 Office of Student Life                Study
       Student Organizations          Lagniappe Studies
                                        Unlimited
 Greek Affairs                        Non-credit Programs
 Communicating Across                   o   Computer Training
  the Curriculum                             Program
                                             Corporate & Custom
 Service Learning Program
                                         o
                                             Training
 University Recreation                  o   Paralegal Studies Program
 Career Services                        o   Professional Development
                                         o   Youth Programs
                                         o   Science/Social Studies
                                             Fair
MEDIA RELATIONS BEATS

Billy Gomila, Editor
   Continuing Education          Office of Strategic
    (cont.)                        Initiatives
       Off-Campus Extension          McNair Program
        Credit Programs
 LSU Health Center
 LSU Mental Health
  Service
 Dept. of Wellness
  Education
 Office of Disability
  Services
MEDIA RELATIONS BEATS

Melissa Foley, LSU Today Editor
 LSU Today                        LSU Union
 Online Media Center              Student Government
 LSU Online Calendar              Rural Life
 University Special Events         Museum/Burden
       Candlelight Celebration     Research Plantation
       Holiday on Campus          LSU Hilltop Arboretum
       Fall Fest                  LSU Museum of Art
       LSU Salutes                Office of Multicultural
       MLK Celebration             Affairs
       Black History Month        African American
       Homecoming                  Cultural Center
   ROTC Program
MEDIA RELATIONS BEATS

Melissa Foley, LSU Today Editor
 African & African
  American Studies
 Women’s Center
 University Registrar
 Faculty/Staff Senate
   MEDIA RELATIONS BEATS




Presenter:
Kristine Calongne, Assistant Vice Chancellor for
Communications
What can
   LSU MEDIA RELATIONS
                  do for you?



Presenters:
Ernie Ballard, Senior Media Relations Editor, and
Ashley Berthelot, Science/Research Editor
MEDIA RELATIONS

 Improve LSU’s image through the media
    Positive, accurate news coverage
    Cultivate relationships with reporters
 Types of stories
    Research
    Faculty/student accomplishments, awards
    Local, regional, national, international
 Strategic, Proactive
MEDIA RELATIONS

 Understanding the media
    Everyone wants coverage
    Must be newsworthy
    Timeliness
    All news is local
    Man bites dog
    If it bleeds, it leads
 Unfortunately, we do not control the media. No
  matter how great the story is, they may not cover
  it…and probably won’t give you a reason why
  they didn’t
WAYS WE WORK WITH THE MEDIA

 Respect their deadlines    Write and send out
 Answer media requests       press releases
 Set up interviews          Provide background
                              information for a story
 Provide LSU experts
                             Set up and attend press
 Morning show guests
                              conferences/press
 Escort media on
                              events
  campus and/or sit in on
                             Credentials
  interviews
                             Pitch story ideas
 Crisis communications

 Editorial boards
WHAT IS A PRESS RELEASE?

   Invitation to the media to cover the press release
    topic. Media outlets may…
       Run the full release
       Do their own version of the story (conduct interviews,
        take their own pictures, use their own quotes, etc.)
       Only call for an interview or for additional
        information
       Not cover the story at all
THE PRESS RELEASE PROCESS

 Contact your beat person about a story
 Work through details of the type of story or press
  release that will be written
 Send Media Relations the information/have
  interviews conducted
       Could be a draft press release or just the bare bones
        of a story
THE PRESS RELEASE PROCESS

   Media Relations will put together a draft press
    release
       Written in AP Style
 You will be given the chance to look over it for
  any changes or corrections
 Press release will be distributed to our media list
  and internal outlets (LSU Today, online news
  release database, LSU Web site)
PITCHING TO THE MEDIA

How?
 Develop relationships with media (local, regional,
  national)
 Follow trends…who’s reporting what, and where?

 Bacon’s guides for contact, beat lists, and general
  distribution
 Eurekalert.org, access to nontraditional forms of
  media
 Partner with federal agencies, other universities,
  nonprofit organizations
PITCHING TO THE MEDIA

Benefits
 Placements ensure exposure of researcher,
  department, college, university
 Funding agencies require outreach and proof of
  outreach; “Broader Impacts”
 Recruiting (lab, department, college, university)

 Adds importance, relevance in the eyes of the
  general public (“I saw that on the Today show!”)
 Reminds audiences that we (LSU) play a key role
  in research that connects us to the rest of the
  world—also benefits us directly
PITCHING TO THE MEDIA

Realities
 Us against the world—not going to occur every
  day, even every week
 Meat of the story has to be bigger than LSU but
  driven by LSU researchers
 Media are fickle: a journalist may pursue your
  researcher for a story and then drop the issue
  when a bigger, more timely story comes along
 Dependent on availability and willingness of
  researchers—they must be ready to talk to the
  press if we pitch their story
What can
   LSU MEDIA RELATIONS
                  do for you?



Presenters:
Ernie Ballard, Senior Media Relations Editor, and
Ashley Berthelot, Science/Research Editor
LSU TODAY
LSU’S FACULTY/STAFF
NEWSLETTER




 Presenter:
 Melissa Foley,
 LSU Today Editor
THE CHANGING FACE OF LSU TODAY
How favorable are you to receiving LSU Today via e-mail
 or Web site only?
THE CHANGING FACE OF LSU TODAY

Comments from Survey Participants
 Would prefer e-mail or at least e-mail that it is
  available on Web
 Prefer Web site only or opt in e-mail option

 Web site would be better than e-mail

 I am more likely to look at it online

 I would prefer this—saves paper & I won't miss
  issues that don't get delivered
 Printing it is a waste of money

 The paper version is a waste and not very green

 I think e-mail/Web site is a greener option, but I
  still wouldn't read it
THE CHANGING FACE OF LSU TODAY
Which of the following BEST represents the area in which
 LSU Today could improve? Please select only one.
THE CHANGING FACE OF LSU TODAY

LSU Today Switching to E-mail Newsletter
 Start to receive LSU Today e-mail
  newsletter/Combining LSU Today with LSU
  Wire
     Friday, November 6—Begin weekly newsletter
     Monday, November 9—Begin daily newsletter

   LSU Wire subscribers will automatically be
    subscribed to the new LSU Today weekly
    newsletter
       Can choose to subscribe daily or remain weekly like
        current LSU Wire format
   www.LSU.edu/LSUtoday
COST SAVINGS: PRINT VERSUS E-
MAIL

   Print
     $1,618.34 for printing 7,000 biweekly (with 24 issues
      published yearly)
     Approximately $200 for mailing costs biweekly
     $38,840.16 annual printing cost + $4800 annual mailing
      cost
    $43,640.16 Annual Cost
    
 E-mail newsletter
       Approximately $1,350 for annual contract with Constant
        Contact
    $1,350 Annual Cost
    
 $42,290.16 Annual Savings
LSU TODAY: WEEKLY
 Headlines/highlights (links to stories published by
  LSU that appear on the LSU Web site—similar to
  the LSU Wire)
 Around LSU (brief information that does not appear
  on the LSU Web site)
 LSU in the News (links to media clips concerning
  LSU)
 Flagship Faculty

 Weekly Calendar

 Quick Links

 This Week in Pictures (link to photo gallery of
  events during the week)
LSU TODAY: DAILY
 Headlines (links to stories published by LSU that
  appear on the LSU Web site—similar to the LSU
  Wire)
 Around LSU (brief information that does not appear
  on the LSU Web site)
 LSU in the News (links to media clips concerning
  LSU)
 Calendar

 Quick Links
LSU TODAY
LSU’S FACULTY/STAFF
NEWSLETTER




 Presenter:
 Melissa Foley,
 LSU Today Editor
WORKING WITH THE NEWS
MEDIA




Presenter:
Kristine Calongne, Assistant Vice Chancellor for
Communications
WORKING WITH THE MEDIA
 If you get a media call, call University Relations!
 Be careful what you put in print. Reporters always
  end up with copies of broadcast e-mails, letters to
  faculty, etc.
 Freedom of Information Act: The media can request
  copies of all public records—files, documents,
  e-mails, text messages, phone records.
 Remember the “brother-in-law” rule:
    “In a group of 30 people, one of them knows or is related
    to a reporter. Therefore, once a company’s secret is
    known by 30 people, a reporter is going to somehow find
    out.” — Media Training 101
WORKING WITH THE MEDIA
 Go with your gut: If something happens that could
  potentially turn into a negative for the University,
  call us. We can help plan a strategy.
 Help us be proactive. We don’t want our constituents
  to hear “bad” news from the media. We should
  deliver it.
UNDERSTANDING THE NEWS
BUSINESS

 Reporters have a job to do: Get the story!
 Some stories will be positive, some negative.

 It is not a reporter’s job to be an LSU cheerleader.

 You are not entitled to a “favorable” interview, only
  a “fair” one.
 The media will not cover LSU every day.

 Reporters have lives, too.

 Reporters do a new story each day. Tight deadlines,
  need a quick response
 News stories are for 8th graders. They WILL simplify
  your topic.
UNDERSTANDING THE NEWS
BUSINESS

 Reporters are not experts in your field; that’s why
  they are coming to you!
 Don’t ask to see the story before it runs.

 If you establish relationships with reporters during
  good times, they may go easier on you in bad times.
 A press release is an invitation to the media to do a
  story—you must be available.
 If it bleeds, it leads.
 The ordinary, expected is not news—Dog bites man:
  no story.
 The unusual, unexpected is news—Man bites dog:
  story.
UNDERSTANDING THE NEWS
BUSINESS

 Big news for LSU may not be big news for the press:
  ribbon cuttings, ground breakings, Web site
  launches.
 Why does the average person care?
BECOME APPEALING TO THE MEDIA

 Find a way to relate your story/event to the general
  public.
 Think visually (photos, videos).

 Don’t pitch an idea unless it’s really newsworthy.

 Don’t hold a press conference unless the subject
  matter truly calls for one.
HOLDING A PRESS EVENT
 Consider time of day, day of week.
 What else is going on that day?

 Make life easier for the press:
     Provide graphics, photos, artist renderings, and photo
      opportunities.
     Choose a venue that works for the media: seating,
      lighting, restrooms, parking.
     Feed them!
REALITY CHECK
 Make sure your dean, department head, or boss has
  a realistic expectation regarding media coverage.
 Be honest with co-workers, supervisors during the
  planning process.
 Never “guarantee” media coverage.

 Speak up! We can help you.
RELUCTANT FACULTY? GIVE THEM A
NUDGE!

 Reporters can help you tell your story.
 Media coverage helps promote LSU, your
  department, and yourself.
 Media coverage can get you FUNDED!

 Media training helps.

 Don’t force the issue.
DON’T FORGET:

 Reporters are not the enemy (but they are not your
  friends either).
 Never let them see you sweat!

 Never agree to a spur-of-the-moment interview of
  any kind.
 Be prepared.
BE PREPARED

 Ask what the interview topic is.
 Is the person they want to interview the right
  person? You can suggest others.
 Ask how long the interview will be.

 Make sure interviewee knows the topic, help him/her
  make notes, craft messages, practice.
 Ensure that the interviewee knows the “Five Ws” of
  the situation: Who, What, When, Where, and Why.
 Will the department or LSU be taking new action?

 Interviewee should know what he/she wants to say.
CREATE KEY MESSAGES

 No more than three key messages.
 Make them short, simple.

 Describe your issue in 10 words or less.

 Average sound byte is seven to nine seconds, even
  print quotes are short.
 Long quotes do not get used…but they do get edited!
KEY MESSAGES…

 This is your chance to control the message.
 Restate messages as often as possible.

 Use punchy, powerful language.

 Don’t make promises.

 Avoid industry jargon or technical language.

 Avoid slang expressions.
ANTICIPATE TOUGH QUESTIONS

 Write down every question you DON’T want to hear
  and prepare an answer.
 Let Media Relations help you.

 Practice answers in the mirror.

 Interviewee should not get upset, angry, agitated.

 Don’t answer questions that deal with blame,
  responsibility, speculation, liability, or damages.
 Expect “dumb” questions.
ADVISE THE INTERVIEWEE

   Dress professionally, conservatively.
     Blue is best.
     Avoid patterns, red and white, and distracting jewelry.

   Be aware of body language.
     Be aware of your tone, facial expressions, posture, and
      speaking voice.
     Don’t fidget, squint, sigh, or roll eyes.
     Look at the reporter, not the camera.
CONTROL THE INTERVIEW

 Set the time limits, whenever possible.
 State your messages.

 If the interview gets off track, pull it back.

 Keep it positive.

 Don’t repeat negative questions/statements.

 Focus answers.

 Answer the question, then stop talking.

 Embrace the silence!

 Decide in advance what you DO NOT want to say.

 If in doubt, leave it out!

 If you don’t know, say so; offer to get the answer.
CONTROL THE INTERVIEW

 It’s OKAY to correct a reporter.
 Whenever possible, “bridge” back to your key
  messages.
 Use bridging phrases such as:
     What’s important to remember is…
     You should also know that…
     What is key here is…
     I can’t comment on pending litigation, but what I can tell
      you is…
WHAT NOT TO DO

 Don’t go “off the record.”
 Don’t speak “off camera.”

 Don’t assume the mic is “off.”

 Don’t think the reporter is your buddy.

 Beware of the friendly chit chat.

 Never let your guard down.

 Don’t get angry or violent.

 NEVER lie.

 Don’t speculate or guess.
       You’ll be held accountable later.
WHAT NOT TO DO

   Don’t say “no comment.”
     It makes it look like you have something to hide.
     Instead, think of what you CAN say.

 Don’t “wing it.”
 Don’t make things up.

 Don’t get defensive.

 Don’t be arrogant.

 Don’t try to be funny, cute, sarcastic.
     Your tone will not be evident in print.
     Your joke on camera can be edited.
WHAT TO DO

 Consult with Media Relations.
 Return reporters’ calls quickly.

 Be patient with reporters’ questions.

 Be honest and up front.

 Be confident.

 Try to understand the news business.
LSU’S MEDIA RELATIONS DEPARTMENT:


Kristine Calongne   Ashley Berthelot
578-5985            578-3870

Ernie Ballard       Billy Gomila
578-5685            578-3867

Aaron Looney        Melissa Foley
578-3871            578-3869
WORKING WITH THE NEWS
MEDIA




Presenter:
Kristine Calongne, Assistant Vice Chancellor for
Communications